Popeyes’ chicken sandwich returns, Adobe breach hits 7.5M, and rushing to measure ROI won’t produce results

Also: Juul to lay off 500 employees, Apple debuts more-inclusive emojis, Walgreens pivots from clinics to Jenny Craig partnership, and PR pros’ greatest fears.

Good morning, PR pros:

Don’t get your feathers in a ruffle: On Nov. 3, Popeyes Chicken is bringing back its sandwich sensation. That’s National Sandwich Day, and this year it falls on—you guessed it—a Sunday, so Popeyes seized the opportunity to throw shade at competitor Chick-fil-A:

What advice would you give Popeyes marketing team as it prepares for its viral menu item to come back? Share with us your thoughts under the #MorningScoop hashtag.

Here are today’s top stories:

Adobe data breach affects 7.5 million customers

The software company recently announced that it left millions of Creative Cloud subscribers’ information unsecured for roughly a week, potentially exposing their emails, member IDs and other information. However, Adobe was quick to point out that no passwords or payment data were exposed.

Why it matters: Mistakes happen. In an age of constant security breaches and data privacy concerns, most consumers recognize this. However, organizations involved in security breaches—whether through an oversight of their own or a hacker’s nefarious activities—must be up front and proactive about alerting their customers.

“At Adobe, we believe transparency with our customers is important,” the company’s communications team said in a blog post. However, Adobe still hasn’t sent emails to customers warning them of the leak and the potential for phishing attempts. By announcing only via your newsroom, you miss an opportunity to build customer trust and get ahead of negative headlines.

Related reading:


MEASURED THOUGHTS

LinkedIn released a survey that revealed that most digital marketers (77%) measure ROI within the first month of their organizations’ sales cycles—and, by doing so, miss the true value of their efforts.

More than half (52%) of marketers know their sales cycles are at least three months long, so much of the ROI measured doesn’t include leads that converted into customers. Only 4% of digital marketers measure ROI over a six-month (or longer) period—the length of an average B2B sales cycle.

These quick measurement processes are answers to marketers’ increasing budget and performance pressures, but more than half (53%) of marketers who measure ROI in quick cycles reallocate their campaign budgets within a month and 90% optimize their campaigns within a month after they launch.

Doing so can waste money on campaigns that don’t have staying power, and other campaigns miss out on the additional budget that would make them successful. However, 58% of marketers reported having to prove ROI to get approval for an increased budget, spurring more short-term measurement and early optimization.

Instead, marketers should slow down and measure ROI over the entire sales cycle:

Image courtesy of LinkedIn Marketing Solutions blog.

Juul Labs to cut 500 jobs

The layoffs, which will be spread across departments, represent roughly 10% to 15% of Juul’s workforce. They’ll be announced by year-end and come alongside a slashed marketing budget.

CNBC reported:

“As the vapor category undergoes a necessary reset, this reorganization will help Juul Labs focus on reducing underage use, investing in scientific research, and creating new technologies while earning a license to operate in the U.S. and around the world.” [Juul’s chief executive, K.C. Crosthwaite] said in a statement.

Why you should care: Watch for continued crisis and reputation management lessons as the company continues to struggle with its brand image issues. Moves to cut jobs and marketing campaigns, along with focusing on ways to decrease underage vaping, are meant to repair Juul’s tattered reputation, as well as its relationships with regulators and consumers.

 Related reading:


SOCIAL BUZZ

On Monday, Apple released almost 60 new emoji with customization options—many of which answered consumers’ calls for more-inclusive symbols.

The more diverse selection includes gender-neutral characters, prosthetic limbs, a guide dog, hearing aids, characters in wheelchairs and character couples that offer skin-tone and gender options. The emojis have already earned Apple kudos across social media platforms.

Walgreens closes clinics, opens Jenny Craig services

The drugstore chain is closing 150 of its clinics (nearly 40%) by year-end, with remaining clinic locations staying open in partnership with health care providers. The same day, Walgreens also announced a partnership with Jenny Craig and plans to open weight-and-health-management consultation programs in 100 locations across the United States in January.

Why it matters: As consumers behaviors and preferences shift, so must your organization’s offerings and messages. You can keep your pulse on consumer behavior through trend research, social listening and other data analysis. Walgreens is shuttering many of its clinics to cut costs, but the Jenny Craig openings stand to appeal to both current and potential customers in new ways.

Related reading:


WHAT YOU SAID

We asked for the most frightening specter facing PR pros this Halloween season and beyond. For 44% of you, last-minute deadlines can cause you to scream:

Public affairs expert Chris Floore said he thrives on deadlines, but jargon is terrifying enough to thin his hair—a sentiment to which 21% of you can relate:


SOUNDING BOARD

With more and more brand managers looking to reach and engage with younger consumers, when do you think it’s OK to include memes and current slang in your social media posts?

Please weigh in and share your thoughts under the #MorningScoop hashtag.

 

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